How women shop and why it matters.

Download the key learnings from our How Women Shop webinar.

What began as a simple question, how do women shop?, revealed something far more complex.

Through interviews with industry leaders and research across fashion, beauty, and retail, one truth emerged: shopping is no longer a transaction. It is a behavioural ecosystem, a web of decisions influenced by culture, cost of living, technology, and identity.

In this webinar, Willow & Blake’s Creative Director, Bri Nixon, mapped the key “complexes” shaping how women make purchasing decisions today. From cultural codes to shifting values, these insights go beyond data points. They reflect the changing dynamics between women and the brands they choose.

This summary distills the key learnings and takeaways, offering perspective on how brands can better understand, communicate with, and create for women in a time of constant change.

Download the key learnings below: